'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude -- with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Gerard J. Tellis Jerry & Nancy Neely Chair in American Enterprise. He has a Ph.D. in Business Administration from the University of Michigan (Ann Arbor). His bachelor's degree is in chemistry and his master's is in business administration. Previously he worked as a Sales Development Manager for Johnson & Johnson, where he was responsible for brand management, new product introduction and sales staff planning. He joined USC's Marketing Department in 1989 as an associate professor, and was promoted to professor in Spring 1993. Professor Tellis is an expert in advertising & promotion, pricing and entry into new markets. He has published widely on these topics in many journals including the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Marketing Science and Sloan Management Review. His research on advertising has been noted in the professional and popular press, both nationally and internationally. He has won several awards for his research and teaching. In particular, he has recently won the Maynard Award for most significant contribution to Marketing thought in the Journal of Marketing, the Odell Award 1998 for best paper in the Journal of Marketing Research, and the Bass Award for best paper in Marketing Science. His recent book, Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder), was rated by Harvard Business Review as one of the best business books of 2001. He is on the editorial review board of the Journal of Marketing Research. At USC, Professor Tellis teaches courses on Advertising & Promotion Strategy, Marketing Models and Philosophy of Marketing Science. Tim Ambler is currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brandequity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey's Irish Cream, Le Piat d'Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV's development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them
PART ONE: OVERVIEW Handbook of Advertising - Gerard J. Tellis and Tim Ambler Brief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and Principles Advertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKS Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude Strength Reinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCaba PART THREE: ADVERTISING PRACTICE Client-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit Account Planning - Paul Feldwick Its History, and Its Significance for Ad Agencies Learning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSIS Pretesting - Rik Pieters & Michel Wedel "Before the Rubber Hits the Road" Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNING Advertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and Regularity Media planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENT Advertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwright A Multi-level Theory Approach Advertising Across Cultures - Susan P. Douglas & C. Samuel Craig Advertising to Vulnerable Segments - Carolyn Bonifield & Catherine Cole Advertising, Consumption, & Welfare - Thomas C. O'Guinn Advertisings' Performance in a Market System - William L. Wilkie & Elizabeth S. Moore
"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized manner. This handbook is a useful resource for practitioners as well as upper-division undergraduate and graduate students. Researchers and faculty members will find it a valuable supplement to their current collection of writings on advertising." -- N.E. Furlow * CHOICE *
